When Choice is Demotivating: Can One Desire Too Much of a Good Thing?
Sheena S. Iyengar - Columbia University
Mark R. Lepper - Stanford University
Abstract
Current psychological theory and research affirm the positive affective and motivational consequences of having personal choice. These findings have led to the popular notion that more choice is better, that the human ability to desire and manage choice is unlimited. Findings from three studies starkly challenge the implicit assumption that having more choice is necessarily more intrinsically motivating than having fewer options.
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